Choose a Unique App Name

Avoid app names that are too generic or are widely used by the competition

The app title has the most weight in the Apple App Store’s algorithm so use the available space to include your most important keywords (and place them at the very beginning if possible)

Translate and localize your app name for each targeted language

App Name Character limit (iOS): 30

Write a Compelling App Subtitle

The subtitle appears underneath the app name (both in the search results and on the app page) and should summarize what your app is about

Use this field to highlight your app’s features and purpose

Always include strong keywords in the subtitle to help increase your app’s visibility

Don’t repeat keywords that are already used in the app name. Repeating keywords in the subtitle won’t give them more weight in the Apple App store algorithm

App Subtitle Character limit (iOS): 30

Optimize the Keyword Field

The keyword field helps Apple determine when to display your app in the search results and is invisible to App Store users

When choosing keywords, think about the specific search terms people might use when browsing the app store

Look for keywords that have a high search volume, but low competition.

Use commas to separate each keyword (no spaces)

Use single keywords rather than combinations. The iOS algorithm will combine the terms automatically to form long tail keywords.

Don’t repeat keywords from your app name, subtitle, or publisher name. Repeating the keywords won’t give them extra weight in the algorithm and therefore is a waste of characters.

Use singular words, in most cases you will then also rank for the plural word

Don’t add the category name to the keyword field, Apple already automatically matches your app with that keyword

Localize your keywords for each language

Use all available 100 characters

Free tip:
Don’t include the words ‘app’, ‘free’, ‘iphone’ or ‘ipad’. The algorithm will automatically rank your app for these keywords

App Keyword Field Character Limit: 100

Write a Comprehensive App Description

Potential weight on the algorithm.

In contrast to Google Play, the long description is currently not a ranking factor in the Apple App Store. That means that keywords in the app description will not help your app rank in the Apple App Store.

But that does not take away that the long description plays a major role in conversion optimization. Those that scroll down and click to read your long description are really interested to learn more about your app before downloading it.

Write an enticing first paragraph to improve conversion: the first 3 lines and a "more" button appear immediately under your screenshots when users land on your product page.

Use the description to highlight your app’s features and functionality and how people can benefit from downloading your app.

Include mentions, awards or nice reviews.

Localize your copy for each targeted language.

App Description Character limit: 4000

Make Use of the Promotional Text

The promotional text is currently not a ranking factor, that means that the keywords used in the promotional text will not rank your app in the search results

However, it provides a unique opportunity to get people excited about your app by highlighting promotions, upcoming features and other time-sensitive content

This is the only field of your product page that can be edited without having to submit your app again to Apple.

The promotional text appears above the long description on the app page

App Promotional Text Character limit: 170 characters

Communicate Changes with ‘What’s New’

When you update your app and release a new version you can use the “What’s new” text to communicate the changes

The “What’s new” section only shows on the app page for people who have already downloaded the app

Therefor, the “What’s new” section does not play a major role in conversion rate optimization but should be used to showcase new features and significant improvements to existing users

Keywords in the “What’s new” section won’t help to increase app rankings

Instead, use this field to get people excited about new features and updates

Avoid just listing bug fixes and try to tell a story about new features or improvements that have been added

Optimize Your Seller Name

The seller name appears on your app page underneath the app title

It only shows for a few seconds and is then replaced with the app subtitle

Small developers who use a personal account to distribute an app are less likely to be trusted than a brand.

But it has been found that the keywords in the seller name rank, providing an opportunity to increase your app’s visibility on your main keywords.

Changing your seller name on the App Store is hard, but if you are just starting out, make sure to choose a name with your most important keywords in it.

Design an Eye-Catching App Icon

The app icon is a very important element as it is one of your app’s first impression

Choose a visual that, together with your app name, describes what your app is about

Opt for a clean and simple design that differentiates you from your competitors

Make sure to use a single focus point to capture attention

Use a border, shadows and gradients for contrast

Use a High-res image and optimize the size for each device

Design Engaging Screenshots

The screenshots are one of the most important elements impacting your app install rate on the Apple Store

Screenshots appear in the apple store search results and are one of the first elements users see when opening the app page

When using portrait screenshots, the first 3 screenshots will show in the app store search results, underneath your app title and subtitle.

If you add landscape screenshots, then only the first screenshot will show in the app store search results.

Use the screenshots to visually communicate your app’s user experience.

Create a panoramic experience and visually connect your first three screenshots

Add short captions and use a large font

Use all 10 screenshot slots

include screenshots for each device

Localize your screenshots for each language

A/B test your screenshots

Create an App Preview Video

Preview videos are a major conversion rate optimization tactic on the Apple App Store

They aim to increase user experience in the app store and autoplay directly in the app store search results, on mute

You can add up to 3 app previews or videos to your iOS app.

If you design portrait videos, than the first preview video will appear in the search results, together with your first two screenshots

If you design landscape videos, then the first video will appear in the search result (without extra screenshots)

On the app page itself, the app previews appear before the screenshots and each video will autoplay when the previous video has finished

The videos should actually showcase the user experience in the app. They need to explain to users the journey they will experience when using your app.

Keep the videos simple and focus on one one feature per video

The videos should be between 15 - 30 seconds long

Design thumbnails or poster frames for each video. The videos will autoplay automatically, but if users have a slow internet connection, the poster frame might show first for a few seconds

Create separate videos for each device

A/B test your app previews

ASO Optimize In-App Purchases

In-app purchases are a major factor for keyword and conversion optimization.

You can promote up to 20 in-app purchases on your app page, and each IAP can be optimized with its own unique name, description and icon

Individual IAPs can also show in App Store Search results, providing you with an opportunity to rank for way more keywords than just the keywords in your app title, subtitle or keyword field

Whereas before the IAPs would only show in the search results for exact matches, recent findings show that for iOS 12 the IAPs also match for close variants

Best practices used to optimize your app should also be used to optimize the IAP icon, name and description

IAP name character limit: 30

IAP description character limit: 45

Manage App Reviews & Ratings

Ratings and reviews do have a very important impact on app rankings in the Apple App Store

Having a lot of positive reviews will also help your app stand out from other apps and encourage downloads

Try to get as many positive reviews as possible

Ask family and friends to rate your app after you have launched to quickly build a strong pool of reviews

Choose a moment when users are most likely to be satisfied with your app to ask them to rate your app.

Provide your contact info in the app description so that users can contact you directly when they experience difficulties. This might divert them from writing a bad review.

Reply to negative reviews to show prospective users you are trustworthy

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